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Two Marketing Experiments formulas, the Optimization Sequence and the Conversion Index, represent critical principles that are essential to the effectiveness of any Landing Page optimization project. The research has shown it is most important to optimize your product first; then the presentation of your product, your Web site, and all the collateral around it, including e-mails; and then your channels, such as PPC ads and natural search. Optimization here includes product attributes such as quality and usability as well as the Value Proposition of the product: Why someone should buy this product instead of a competitor's.
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